Remember the famous ad featuring an overcrowded bus being driven in the dessert of Rajasthan?

As a viewer one kept one wondering how each passenger was glued to the bus and hadn’t lost
grip. The viewer is told at the end through the board stuck at the rear of the bus which read,
‘Fevicol – the ultimate adhesive’. Dig in some more into the archives and one would find an
unending reel of memorable ads, created by Piyush Pandey, global chief creative officer
of Ogilvy and, Pidilite – the parent company of the adhesive brand.  “India is the only market in
the world where an adhesive product is among the top consumer brands, Bharat Puri, MD
of Pidilite Industries, said.

CRED, the digital platform for credit card users, has come on board as the official partner of
the Indian Premier League 2020 and 2021. The latest campaign - ‘CRED: Not Everyone Gets
It’ and CRED: Great for the Good. - features three ad films slated to launch over the course of
the tournament. The creative minds at Early Man Film produced and directed the ad films. The
campaign was written and conceptualised by Tanmay Bhat, Devaiah Bopanna, Puneet Chadha,
Nupur Pai and Vishal Dayama and executed by DDB Mudra and 22Feet Tribal Worldwide. To
set the tone of the campaign right, Karan Malhotra lent his expertise to compose the music for
the films.Surabhi Kapoor is Brand & Product Marketing head at CRED

upGrad has unveiled its latest mass media campaign. The TV commercial, featuring a donkey,
draws from the cultural insight that in the corporate world, everyone wants to climb the ladder
and choose various ways to get ahead - one of the most common being the tendency to ‘lick ass’.
Shot in Estonia, the humorous yet charming film has been developed by the creative agency, The
Womb & has been directed by Shashanka Chaturvedi, a.k.a Bob, co-founder & director, Good
Morning Films, who has worked on close to 100 ads in India and won two Gold Lions at Cannes
- the first by an Indian filmmaker and a Grand Prix at Spikes Asia, the upGrad's film marks the
first in his career where he directed the shoot crew, including the endearing animal, remotely
from Goa, where he has been shooting ads since a month now. 

OYO Hotels & Homes, has rolled out its new campaign - ‘OYO, Raho Mast’. The five-week-
long burst is live across television, digital and social media platforms.
Inspired by real-life experiences of diverse travellers, the campaign creatively narrates three
stories showcasing challenges faced by varied consumer segments. Through a humorous take,
three films illustrate the consumers’ behaviours, changing needs and resultant trends; ultimately
highlighting OYO’s differentiated offerings for everyone) (to live a good life or raho mast).
The three films look into the lives of a family, business travellers and couples and subsequently,
how they have found the best solution with OYO, during their usually chaotic travel and stays.
Advertising industry veteran Mayur Hola will lead creative for India and South-East Asia for
hotel chain Oyo. Prior to this, Mayur was national creative director at Havas India
Bajaj Auto’s Hamara Bajaj ushered in a brand of advertising that was never tried before. One
look at the ad and one could see that it presents a mirror to the old middle-class aspirations. No
wonder, the brand slogan was ubiquitous for the longest of time. So, when ‘Buland Bharat ki
Buland Tasveer’ hit the screen in 1989, it was still the pre-liberalisation era and forging a
nationalistic identity in a campaign was quite common. But in 2001 the ‘Hamara Bajaj - Naya
Hain Kal’ commercial reflected a strategic shift. By 2004, Bajaj was entrenched as a motorcycle
company and the India story was global. A proud Indian brand, Bajaj Auto gently reminded
India of its Indianness in the face of a slew of foreign products invading the Indian two-wheeler
market and creating an iron-hard positioning and brand value for it. It became so popular that at
one time the scooters had a waiting list of almost 10 years
The man behind this iconic ad is The Gujarati-origin ad maker, Alyque Padamsee.